Seed and Bean extends range with new flavours and major retail listing

Ethically-sourced organic chocolate brand Seed and Bean has confirmed a new listing with Waitrose, as it continues to expand its broader portfolio with additional flavours, writes Neill Barston.

As the brand explained to Confectionery Production, the business said that its latest supermarket deal had given the UK company its largest-ever retail reach for its core British market.

Furthermore, as the company noted, since launching in 2005, the UK handmade chocolate producer has been at the forefront of the green movement and seven years ago, was the very first bar to move to fully compostable foil.

Seed and Bean’s 18-strong range of organic, Fairtrade and vegan chocolate is already available through Ocado, Whole Foods Market, Planet Organic, Booths, and this new Waitrose listing will see the brand’s Sea Salt and Espresso flavours launch into 156 stores nationwide.

Co-Owner of Seed and Bean, Oliver Shorts, revealed that there had been a considerable amount of work going into its latest range extension and gaining its key additional retail listing.

He said: “I could not be happier to see our bars going into Waitrose which we see as a perfect match. It’s taken years of hard work to get to this point and I am so excited to see this new partnership flourish. We were the first brand to introduce compostable packaging and have stayed true to our values and ethos by Seed and Bean Contact: Oliver Shorts E: [email protected] creating an adventurous range of chocolate, and it feels wonderful to get the recognition of this with a 156 store listing. I’m so excited that we can inject some fun into the premium chocolate sector.”

Each bar is crafted with cocoa beans from some of the world’s finest fairly traded producing regions and made in the UK using all natural, Soil Association Organic ingredients (which is notably a higher and more stringent regulation than normal organic standards). The brand not only exclusively uses ethically sourced ingredients but is also dedicated to using fully recyclable paper wrapping and compostable foil to keep the chocolate fresh. Seed and Bean is the only chocolate brand in the UK to boast these impressive credentials and, as such, is well positioned to support retailers in offering a truly ethical and eco-aware product which has strong appeal in the current consumer climate.

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